Fearing Complaints, Fox Refuses to Air a 84 Lumber Super Bowl Ad Featuring a Border Wall

The first national Super Bowl ad for 84 Lumber will not appear during the game the way it was intended.



The Pittsburgh advertising company that created the spot was forced to make a change.



Super bowl ads are a pinnacle of an advertising career.



“It’s a big deal, something we’re excited about. There’s a lot of energy, a lot of enthusiasm,” said Michael Brunner, the chairman and CEO of Brunnerworks.



The creative minds of Brunner Advertising have been working for months on the spot for 84 Lumber.



They have three goals in mind. Brunner says they want to generate national awareness of 84 Lumber, create pride in the workforce and fill jobs within the company.



“We’ve got over 400 positions that we’re looking to fill at all levels, at all capacities,” said Brunner.



The owner of 84 Lumber, Maggie Hardy Magerko says the company is defined by its people.



In a statement says said, “That’s why we’re casting a wider net. We want the world to know 84 Lumber is the place for people who don’t always fit nicely into a box.”



And it was in that effort that the ad apparently made FOX a bit uncomfortable.



“Simply put, that was a spot that they didn’t think they would be willing to run during the Super Bowl,” said Brunner.